{"id":7874,"date":"2016-06-16T17:01:36","date_gmt":"2016-06-16T15:01:36","guid":{"rendered":"\/?p=7874\/"},"modified":"2017-03-13T17:07:14","modified_gmt":"2017-03-13T16:07:14","slug":"the-centrality-of-the-experience-from-crm-to-cem","status":"publish","type":"post","link":"https:\/\/pat.eu\/en\/2016\/the-centrality-of-the-experience-from-crm-to-cem\/","title":{"rendered":"The centrality of the experience: from CRM to CEM"},"content":{"rendered":"<p>The meaning &#8220;<strong>Customer Oriented<\/strong>&#8221; is no longer sufficient in a corporate vision. Technologies, channels, automations and new forms of engagement have significantly evolved customer expectations, their role in the Customer Journey and in the purchase process, and now the new<strong> focus point<\/strong> is the <strong>experience<\/strong> lived with the brand.<br \/>\nThis is confirmed by the <a href=\"https:\/\/www.sas.com\/content\/dam\/SAS\/en_us\/doc\/whitepaper2\/hbr-leading-edge-customer-experience-mgmt-107061.pdf\" target=\"_blank\">percentages <\/a>recently analyzed:<\/p>\n<ul>\n<li><strong>85%<\/strong> of users are convinced that the experience is the first factor to consider during the purchase process;<\/li>\n<li>many as <strong>89%<\/strong> say that the previous experience with the brand is essential for future purchases;<\/li>\n<li><strong>75%<\/strong> would be willing to pay more to receive a unique and personalized experience<\/li>\n<\/ul>\n<p>These numbers are very clear and the companies have strongly understood the <strong>value of the experience<\/strong>: to adopt the approaches focused on the experience means not only a<strong> better perception<\/strong> that the consumer can have the company (<strong>customer experience<\/strong>), but also in <strong>terms of business and revenues<\/strong> as:<\/p>\n<ul>\n<li><strong>Profitability<\/strong> (60% vs. 35%)<\/li>\n<li><strong>Growth<\/strong> \/ revenue generation (60% vs. 28%)<\/li>\n<li>Market <strong>share<\/strong> (54% vs. 29%)<\/li>\n<\/ul>\n<p>The 53% of companies are therefore convinced that building a <strong>unique experience<\/strong> generate distinction, <strong>involvement<\/strong> and <strong>profit<\/strong>. Although there are some complexity, in terms of process integration and enhancement of the changes related to the creation of a corporate culture and a multi-channel strategy, companies are approaching the <strong>Customer Experience Management<\/strong> (<strong>CEM<\/strong>).<br \/>\nThe transition from <strong>CRM<\/strong> to <strong>CEM<\/strong> is thin and it\u2019s a sort of evolution process: is no longer considered only the customer&#8217;s buying behavior, but the focus moves on his <strong>preferences<\/strong>, his use of the sites, more attention is given on his behaviors, on the management of services requested and received.<br \/>\n&#8220;<em>For the modern consumer, what counts is above all live and accumulate sensations, hoping to get always new sensations<\/em>&#8221; <strong>Zygmunt Bauman<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The meaning &#8220;Customer Oriented&#8221; is no longer sufficient in a corporate vision. Technologies, channels, automations and new forms of engagement have significantly evolved customer expectations, their role in the Customer Journey and in the purchase process, and now the new focus point is the experience lived with the brand. This is confirmed by the percentages [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5508,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[130],"tags":[241,518,176,446],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The centrality of the experience: from CRM to CEM - Pat<\/title>\n<meta name=\"description\" content=\"From CRM to CEM: an evolution process that consideres not only the customer&#039;s buying behavior, but also his preferences\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pat.eu\/en\/2016\/the-centrality-of-the-experience-from-crm-to-cem\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The centrality of the experience: from CRM to CEM - 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